The metaverse, enabled by virtual and augmented reality technologies, is reshaping digital interactions and transforms the digital experience where it provides immersive, socially present, and emotionally engaging experience. In spite of the growing academic interest, the existing studies on metaverse adoption, in particular in the context of virtual tourism, are constrained by a lack of indicators of the immersive experience and a lack of sociopsychological processes that can explain the adoption behavior. Moreover, sustainability-centered communication, as the example of Sustainable Word of Mouth (SWoM) has undergone insufficient empirical research as an impetus to customer-oriented adoption of the metaverse. A framework is suggested in this paper to explore the role of metaverse attributes, i. e. individuality, empathy, naturalness, and immersion, on social presence, personal identification and Sustainable Word of Mouth (SWoM) to determine how metaverse adoption intentions are influenced. Based on the Embodied Social Presence Theory (ESPT) and the Social Identity Theory (SIT), the suggested model explains how the presence of immersive qualities increases the power of social presence, strengthens personal identification and invokes advocacy behaviors that can foster adoption. It follows a quantitative research design with the help of an online survey questionnaire that should be sent to around 300 participants with previous experience in using metaverse-based virtual tourism. The obtained data will be examined using Structural Equation Modeling (SEM) to test the hypothesized relationships. Through incorporating immersive features, identity establishment, and sustainability communication into an integrative theoretical framework, this research aims to advance the understanding of the customer-centric metaverse uptake and delivers practical advice on how to create immersive and sustainable virtual tourism experiences